환대기업의 사회적 책임활동, 고객만족, 재이용의도 간의 관계 연구: 서울ㆍ부산지역 특1급 호텔을 중심으로

Recently, as CSR activities have come into spotlight and customers begin to sensitively respond to CSR issues, various studies about CSR are carried out in various areas such as corporate study, marketing study, business ethics study, and business strategy study. To answer these questions, the present researcher drew factors between constructs and then established three hypotheses. To prove these hypotheses, the researcher surveyed those who have used five-star hotels in Busan and Seoul from August 1 to August 20 in 2015. Finally, using the total 232 questionnaires, the researcher carried out frequency analysis, reliability analysis, factor analysis, and regression analysis. In conclusion, these results can be understood that customers perceive the factor of ‘business success’ as what is far from CSR activity. It implies that not only companies’ internal efforts for their business success, but also their external CSR activities, such as ‘activities for public interest’ or ‘observation of legal order,’ are considerably important. The results also imply that hotel customers feel their satisfaction in terms of H-CSR. The reuse intention are also directly influenced by customer satisfaction.